Muhammad Daffa Mujahid Al-bara, - (2024) TIME SCARCITY MESSAGES: APAKAH KETERBATASAN WAKTU BERPENGARUH TERHADAP IMPULSE PURCHASE?: Survei Pada Konsumen Produk Lipstik Revlon di Shopee. S1 thesis, Universitas Pendidikan Indonesia.
![[img]](http://repository.upi.edu/style/images/fileicons/text.png) |
Text
S_PEM_2004881_Title.pdf Download (665kB) |
|
Text
S_PEM_2004881_Chapter1.pdf Download (676kB) |
|
Text
S_PEM_2004881_Chapter2.pdf Restricted to Staf Perpustakaan Download (351kB) |
|
Text
S_PEM_2004881_Chapter3.pdf Download (548kB) |
|
Text
S_PEM_2004881_Chapter4.pdf Restricted to Staf Perpustakaan Download (1MB) |
|
Text
S_PEM_2004881_Chapter5.pdf Download (137kB) |
|
Text
S_PEM_2004881_Appendix.pdf Restricted to Staf Perpustakaan Download (6MB) |
Abstract
Tujuan dari penelitian ini adalah untuk melihat hubungan antara time scarcity messages dan impulse purchase pada produk lipstik Revlon di Shopee. Metode penelitian menggunakan pendekatan kuantitatif dengan bentuk rumusan masalah berupa deskriptif dan asosiatif kausal. Teknik penarikan sample menggunakan nonprobability sampling dan metode menggunakan purposive sampling dengan jumlah sampel sebanyak 385 berkriteria, 1) Pernah membeli produk lipstik Revlon di Revlon Official Shop di Shopee secara impulsif, dan 2) Pernah membeli produk lipstik Revlon melalui program sales promotion (misal: flash sales, limited offers, penggunaan kupon, dsb.). Hasil penelitian menunjukkan, gambaran tingkat efektivitas time scarcity messages dan tingkat impulse purchase tergolong tinggi yaitu 72.5% dan 71.7%. Berdasarkan pengujian hipotesis, hasil penelitian menunjukkan bahwa terdapat pengaruh positif yang signifikan antara time scarcity messages terhadap impulse purchase produk lipstik Revlon di Shopee. Artinya, time scarcity messages efektif dalam mendorong konsumen untuk melakukan pembelian secara impulsif, menunjukkan potensi yang dapat diadopsi oleh perusahaan kosmetik. Revlon bisa melakukan beberapa cara untuk mengevaluasi indikator terendah seperti usaha untuk memengaruhi karakteristik dan sikap konsumen, dan membuat tampilan semenarik mungkin di setiap program promosi yang dijalankan. The aim of this study is to examine the relationship between time scarcity messages and impulse purchases of Revlon lipstick products on Shopee. The research method uses a quantitative approach with a descriptive and causal associative problem formulation. The sampling technique used is nonprobability sampling, and the method used is purposive sampling with a total sample of 385, meeting the following criteria: 1) Have impulsively purchased Revlon lipstick products at the Revlon Official Shop on Shopee, and 2) Have purchased Revlon lipstick products through sales promotion programs (e.g., flash sales, limited offers, coupon usage, etc.). The research results indicate that the effectiveness levels of time scarcity messages and impulse purchases are relatively high at 72.5% and 71.7%, respectively. Based on hypothesis testing, the research results show a significant positive effect of time scarcity messages on impulse purchases of Revlon lipstick products on Shopee. This means that time scarcity messages are effective in encouraging consumers to make impulsive purchases, indicating a potential strategy that cosmetic companies can adopt. Revlon can take several steps to evaluate the lowest indicators, such as efforts to influence consumer characteristics and attitudes, and to make each promotional program as attractive as possible.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&authuser=1&user=wQngckoAAAAJ ID Sinta Dosen Pembimbing: VANESSA GAFFAR: 5993246 HENY HENDRAYATI: 5994544 |
| Uncontrolled Keywords: | pesan keterbatasan waktu, pembelian impulsif, produk lipstik, revlon time scarcity messages, impulse purchase, lipstick products, revlon |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Muhammad Daffa Mujahid Al-bara |
| Date Deposited: | 25 Sep 2024 10:22 |
| Last Modified: | 25 Sep 2024 10:22 |
| URI: | http://repository.upi.edu/id/eprint/125788 |
Actions (login required)
 |
View Item |